Local Cable Golf Programming in High Demand for First Half of 2014

Jul 25, 2014

An analysis of internal Viamedia data through the first half of 2014 reveals heightened local advertising demand for golf programming (versus the first half of 2013).

Overall, ad revenues increased 27% for tournament golf events that aired primarily on the Golf Channel and secondarily on ESPN. The double-digit gain is a reflection of both an increase in the number of advertisers (113 vs 91), as well as an increase in the average spending level per advertiser (+2.2%). And for the nearly one-quarter of Viamedia clients who advertised in both years, their collective spending level increased 29%!

Typically, Automotive is the dominant #1 ad category, but for the first half year of golfing events, we find an equal level of ad dollars committed to Sporting & Outdoor Recreation Goods, followed by Retail & Department Stores, Financial Services, Entertainment & Travel and TV & Radio:

Source: Viamedia analysis of Sports & High Profile Tracker data for the period January through June 2014 & 2013.

In terms of local market activity, Viamedia clients purchased commercials in multiple Viamedia markets across the country, with six out of the seven largest located in the near-Midwest:

Source: Viamedia analysis of Sports & High Profile Tracker data for the period January through June 2014 & 2013.

The 2014 British Open is now officially in the books, but there’s practically an entire second half season of golf to be played, including the final major of the year — the PGA Championship on August 7th – 10th at the Valhalla Golf Club in Louisville, KY. At the end of December, we’ll summarize the entire year of Viamedia client activity, but given what we’ve seen so far our expectation is that 2014 will be a banner year for golf.